Novelis gears up for future investments in the ‘evercan’

The launch of the world’s largest aluminium recycling plant by Novelis brought with it a lot of promise, especially with their creation of the ‘evercan’, the aluminium beverage can made up of more than 90% recycled aluminium.

The concept of circular economy where used product can once again be converted into fresh product was all set to revolutionize the beverage can industry both in terms of the costs and the carbon emissions. Aluminium recycling costs around 95% less energy which means lower costs and lower emissions.

The beverage companies were supposed to leap at the opportunity however, the market response has been lukewarm at best where Red Hare Barring Co. which is a small craft brewer based out of Marietta, Georgia, seems to be the only customer.

Although the stalwarts of the beverage industry all congratulate Novelis for its noble idea, they are not coming forth to embrace it. While PepsiCo claims that Novelis is charging a premium for its aluminium, which Novelis denies, Coca-Cola hints that they do not want to restrict their aluminium supply to a single vendor.

However Novelis is not disheartened as they said via an email, “We will shortly announce a second US craft beer customer. We are also in advanced talks with a major global brand”.